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Minnesota Dental Association
Increasing Brand Awareness & Driving Qualified Booth Traffic Webinar Workbook
Copyright 2018. Competitive Edge & MDA. All rights reserved.
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
Increasing Brand Awareness
& Driving Qualified
Booth Traffic
How to Use Integrated Pre/At Show Marketing
to Attract Enough of the Right Attendees to Your Exhibit
Custom
Present
Participant Learning Objectives:
By the end of this session,
we will...
1. Discuss how attendee behaviors have changed and why you MUST pre-market your exhibit to be successful.
2. Walk through a proven-effective planning process to create an integrated pre and at show exhibit marketing
program.
3. Overview Star of the North Meeting’s exhibitor
marketing resources.
4. Review an example of an integrated exhibit marketing campaign in action.
Minnesota Dental Association
Increasing Brand Awareness & Driving Qualified Booth Traffic Webinar Workbook
Copyright 2018. Competitive Edge & MDA. All rights reserved.
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
To Generate Value & ROI
Focus on 5 Critical Exhibiting Success Factors
1. OUTCOMES: Define what success looks like after the show, set clear goals and create workable action
plans that support your sales, marketing, and CRM objectives and take advantage of opportunities Star
of the North Meeting presents.
2. SELECTIVE ATTRACTION: Identify your target visitor, create your value proposition, and use
targeted pre & at-show marketing to attract enough of the right people to your exhibit.
3. VISITOR EXPERIENCE: Synchronize your booth, product demo and staff to deliver an interactive,
quality visitor experience that secures a commitment to a next action with qualified visitors.
4. LEAD MANAGEMENT: Identify what criteria you need to qualify, develop a questions process and
tool your staff uses to capture leads, then follow-up.
5. MEASUREMENT & LEARNING: Use a simple set of performance, value and ROI metrics to
measure your performance and results. Learn from the experience.
What are the Keys to Marketing Success?
Jim Rohn said…
1. Have Something GOOD to Say
2. Say it WELL
3. Say it OFTEN
And I will add…
4. Say it through _________________ Media
How Tradeshow Attendee Behaviors Have Changed
1. Registering closer to the show.
2. Spending fewer number of days at shows.
3. Looking for more content and useful information.
4. Pre-planning visit: _______% arrive with an agenda.
5. Visits 26-31 exhibits on average. (NA B2B average)
6. 50% of exhibit stops are _____________________________.
In spite of all this, less than ______% of exhibitors execute a well-conceived pre-show
marketing plan!
Sources: CEIR/Exhibit
Surveys/Event Marketing
Institute
Minnesota Dental Association
Increasing Brand Awareness & Driving Qualified Booth Traffic Webinar Workbook
Copyright 2018. Competitive Edge & MDA. All rights reserved.
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
Exhibit Marketing: 8 Step Planning Process
1. Determine Exhibiting Goals
2. Identify Target Visitors and Build Target Visitor Lists
3. Calculate EXHIBIT INTERACTION CAPACITY
4. Budget Enough Marketing Resources
5. Create Compelling Messaging
6. Analyze & Select Marketing Media
7. Execute Integrated Exhibit Marketing Plan
8. Measure Results
Step 1. Determine Exhibiting Reasons & Goals
1. What are you trying to accomplish?
a. Company/Brand Awareness & Visibility
b. New Product/Service Introduction
c. Relationship Management and Building
d. Brand Positioning - Differentiation
e. Educate
f. Lead Generation
g. Sales & Business Development
h. Thought Leadership
i. Other?
ACTION: What are your top three reasons?
Convert them to written goals!
Our Top 3 Exhibiting Goals:
1. ___________________________________________________________
2. ___________________________________________________________
3. ___________________________________________________________
Minnesota Dental Association
Increasing Brand Awareness & Driving Qualified Booth Traffic Webinar Workbook
Copyright 2018. Competitive Edge & MDA. All rights reserved.
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
Step 2. Create Ideal Visitor Profile
Who do you want to interact with?
Type of Practice/Specialty
Job Title/Function
Geography
Size
Other?
ACTION: Define your ideal visitor.
Attract High-Value Visitors
Work the C/P/S Triangle
Implementing the C/P/S Marketing Program
1. Ask each member of your sales team to build a list of Customers, Prospects and Profile
Matches.
2. Set a specific ______________ for each name on the list.
3. Contact them ______ times before the show through various media: email, phone, social
media, in person.
4. Try to get a Confirmed Appointment or Verbal Commitment to meet during the show.
5. Consider creating a contest to reward the person getting the most of their list to the show.
Suspects Open Door
Prospects:
Advance to Next Step
Customers Relationship Management – Probe for Opportunity
Ears to the Ground for Change – Advocacy
Minnesota Dental Association
Increasing Brand Awareness & Driving Qualified Booth Traffic Webinar Workbook
Copyright 2018. Competitive Edge & MDA. All rights reserved.
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
Build Target Visitor Lists
Best Tradeshow List Sources:
1. *Pre-registered attendee list
2. Previous or Post-show attendee lists
3. Company database (C/P/S process)
4. Previous show(s) booth visitor lists
5. Recent inquiries
6. Distribution channel partner lists
7. Trade publication readership lists
Step 3. Calculate Exhibit Interaction Capacity
Example Participant
– Exhibiting Hours 18 18
– Booth Staff on Duty x 2* x______
– Total Staff Hours = 36 =______
– Interactions/Hour/Staffer x 3-5** x______
– Exhibit Interaction Capacity = 108 to 180 =______
* 50 sq. feet/ staffer
** 3/conservative 4/moderate 5/aggressive
Success Tip:
o Try to make your list count _______ times your Exhibit Interaction Capacity.
*Pre-registered mailing list with opt-in email addresses available for a fee.
E-Mail Blast available with Promotional Package.
Minnesota Dental Association
Increasing Brand Awareness & Driving Qualified Booth Traffic Webinar Workbook
Copyright 2018. Competitive Edge & MDA. All rights reserved.
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
Step 4. Budget Enough Promotion Resources
Example Participant
Total Show Investment $5,700-$9,500 $_________ ($1,900 space cost x 3-5)
% for Exhibit Marketing x .15 at least x_________
Exhibit Promotion Budget $855 to $1,425 $_________
When to increase? Big show, small booth, location concern, importance of show, match of
attendees - allocate more!
Step 5. Craft Compelling Messages
Job 1. Grab Attention!
________________
________________
Learn
Familiar
Unusual
Job 2. Create Interest!
Ask: What situations would prompt dental professionals to think about what you offer?
Integrate customer situations into your pre-show marketing to grab attention!
Average Exhibitor
Minnesota Dental Association
Increasing Brand Awareness & Driving Qualified Booth Traffic Webinar Workbook
Copyright 2018. Competitive Edge & MDA. All rights reserved.
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
Deliver a Clear Value Proposition
to Build Desire and Create Action
* ___________________: Tired of? Worried about? Struggling with?
* OPPORTUNITY: Interested in? Curious? Want to learn about?
* Give us 5 minutes at Star of the North Booth #123
* You will SEE
* You can DO
* You will ____________
* Oh by the way, you’ll GET…
Step 6. Analyze & Select Marketing Media
General Marketing Media Options:
1. Print & Display Advertising
Show Specific and Industry Specific Print Media
2. Public Relations
Press Releases, Press Kit, News Posts
3. Electronic Media
Email, Internet, Websites, Social Media, Mobile Apps
4. Direct Mail
Letters, Invitations, Postcards
5. Personal Contact
Rep Visits, Phone Calls, Voice Broadcast
Evaluate Exhibitor Marketing Opportunities
FREE Exhibitor Marketing Opportunities
1. FREE Virtual Booth, Mobile App, and listing in the Program Book
2. Logos and graphics that identify your company as an official exhibitor, for use on your
website and your own company communications.
3. Networking: Buyer’s Happy Hour, Friday Night Party
4. Leverage social media:
• Facebook: http://www.facebook.com/pages/Star-of-the-North-
Meeting/160431147311357
• Twitter: http://twitter.com/#!/MNDentalAssn
For questions or help, please contact: Vicki Capistrant
vcapistrant@mndental.org (612) 767-4261
Minnesota Dental Association
Increasing Brand Awareness & Driving Qualified Booth Traffic Webinar Workbook
Copyright 2018. Competitive Edge & MDA. All rights reserved.
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
PAID Show Advertising & Sponsorship Opportunities
Advertising:
Print Advertising: Preliminary Program, Onsite Program Book, Buyers Guide
Digital Advertising: Booth Drawing and Raffles on Meeting App
Attendee Mailing Lists – Pre and Post Show
Sponsorships:
1. Packages: Diamond, Platinum, Gold, Silver and Bronze
2. Digital/Online: Mobile App
3. Events: The Big Party!, Keynote Session, Buyer’s Happy Hour, Speakers
4. Show Floor/Convention Center: Oasis Massage Station, CE Verification Station,
Charging Station, Cash Cube, Staircase Signage, Escalator Hand Rails, Column Wraps
5. Items: Tote Bags, Badge Lanyard, Water Bottle & Coolers, Pens
Step 7. Execute Marketing Campaign
Sample Marketing Program: Small Exhibitor
Booth Size/Space Cost: 10 x 10 in-line/$1,900
Show Budget: $5,700 - $9,500 (3-5x floor space/at least 15% + to promotion)
Goals: Market Visibility/Awareness, Lead Generation/Sales
Media:
Execute C/P/S strategy with sales reps and dealers
Obtain pre-registered attendee direct mail list
Mail postcard to C/P/S and pre-registered attendee list
Write exhibitor description giving attendees a compelling reason to visit your booth
and use product categories to increase search results
Promote show participation in relevant social media and use show’s channels
Place show logo and booth promo on company website, email signatures, newsletter,
social media, all outgoing correspondence
For questions or help, please contact: Vicki Capistrant
vcapistrant@mndental.org (612) 767-4261
Minnesota Dental Association
Increasing Brand Awareness & Driving Qualified Booth Traffic Webinar Workbook
Copyright 2018. Competitive Edge & MDA. All rights reserved.
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
Sample Marketing Program: Medium/Large Exhibitor
Booth Size/Space Cost: 20 x 20/$7,600
Show Budget: $22,800-$38,000 (3-5x floor space/at least 15% + to promotion)
Goals: New Product, Thought Leadership, Brand Visibility, Lead Gen/Sales
Media:
Do same things as small exhibitor
Mail high-level invitations (instead of postcards) to C/P/S list with compelling reward
for responding
Utilize customized e-blast to pre-registrants with compelling reason to visit your
exhibit - only available with Promo Package
Program & Exhibitor Guide Ad promoting NEW product
Sponsor a topical Educational Session to promote new product and/or thought
leadership.
Pre-Show Marketing Plan Example
Pre-Show Print Advertisement
Personalized Postcard Mailer
Minnesota Dental Association
Increasing Brand Awareness & Driving Qualified Booth Traffic Webinar Workbook
Copyright 2018. Competitive Edge & MDA. All rights reserved.
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
2 Personalized Pre-show HTML Emails
Personalized Microsite with Video Host
Step 8. Measure Exhibit Marketing Results
1. What media did we use?
2. When was each media deployed?
3. How many were distributed?
4. What was the cost of each media?
5. What was the number of impressions and/or traceable response?
6. What worked?
7. What did we learn?
8. How can we use the best of this campaign for our next show?
What were the three most important ideas you learned in this webinar?
1. _____________________________________________________________
2. _____________________________________________________________
3. _____________________________________________________________
Minnesota Dental Association
Increasing Brand Awareness & Driving Qualified Booth Traffic Webinar Workbook
Copyright 2018. Competitive Edge & MDA. All rights reserved.
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
What specifically will you do to promote your participation in this show?
MDA Commitment to Exhibitor Value, Knowledge & Success
Exhibitor Success & ROI Center road map:
Live and re-playable webinars
“How-to” exhibiting article series and useful white papers
Ask the Tradeshow Expert Email Q&A
Bookmark, Share and Access at:
https://star.mndental.org/exhibitor-info/exhibitor-success/
About Your Expert Presenter Jefferson Davis, President, Competitive Edge
The Tradeshow Productivity Expert tm
Jefferson is President of Competitive Edge, a highly-specialized consulting and training firm on a mission to inspire, lead and direct businesses on how to more effectively use exhibiting to visibly support core business objectives and generate measurable financial value, far beyond cost.
His mission is achieved by challenging companies to re-evaluate limiting perspectives about exhibiting and getting them focused on precision execution of five critical exhibiting success factors
His Tradeshow Turnaround philosophy and practices are the exposition industry’s definitive
guide to quickly turning tradeshows from “expensive appearances” to “productive, profitable
investments.”
Jefferson is available to personally help companies implement the Tradeshow Turnaround philosophy and practices. Call 800-700-6174 in the US or 704-814-7355 and visit
www.tradeshowturnaround.com
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